AMC Entertainment adjusts theater ticket prices based on “line of sight” to the movie screen

Theater chain AMC Entertainment is now moving ticket prices based on where seating is in theaters in an initiative called Sightline AMC.

Seat selection is based on their line of sight to the auditorium screen and includes Value Sight Line, Standard Sight Line and Preferred Sight Line sections. Standard Sightline, the most common, adheres to the traditional ticket price.

Value Sightline seats are primarily in the front row of the auditorium and are cheaper.

Preferred Sightline seats are usually in the middle of the room and cost a little more than standard seats.

Stubs A-List members will waive their Preferred Sightline award to encourage loyalty program membership.

Sightline at AMC applies to all shows starting after 4pm at participating locations and is not available on Sale Tuesday. AMC said it has launched in select markets, but did not specify which, and is expected to expand to AMC and AMC dine-in locations by the end of 2023.

“Sightline at AMC aligns AMC’s approach to seat pricing with that of many other entertainment venues, offering experience-based pricing and another way for moviegoers to find value at the theater,” said Eliot Hamlisch, EVP and CMO, AMC Theatres. “While every seat at AMC offers a great moviegoing experience, we know that there are some moviegoers who prioritize their particular seat and others who value going to the movies. Sightline at AMC delivers on both of these feelings to ensure our guests have more control over their experience, making every trip to AMC a great one.”

AMC shares are surging again today, up more than 5% in a broadly bearish market.

The company’s Saudi partner recently bought it from its Saudi Arabian company for $30 million, and it is gearing up for a majority shareholder vote in March that could result in an improved capital structure and balance sheet. Shareholders will vote on a company proposal to issue common stock, some of which would convert APE preferred stock into common stock and others could be sold to raise money for the indebted cinema chain. Meanwhile, a smoother and more robust theatrical record is expected to spur box office recovery.